26/01/2022
What is Qualitative Market Research? And where did it come from? 🤔
Qualitative Research relies on first-hand observational data, interviews, questionnaires, focus groups, records made in natural settings generally nonnumerical.
In the early 1940s, Paul Lazarsfeld and Robert Melton used focus groups (an entirely new concept at the time) to examine the effectiveness of propaganda during World War 2.
Later in the 1940s, Ernest Dichter sometimes known as the “father of focus groups” developed the use of qualitative research with a new form called motivational research. Through this, he applied Freudian concepts to better understand consumer behaviours.
Dichter was not content with understanding only what consumers were doing, but why they were doing it. And Qualitative Research is what allowed him to ask more abstract questions to get beyond reported behaviour.
It is incredible to think that the roots of qualitative research started over 80 years ago. But one thing has become easier: the ability to interpret and analyse the data, quickly and easily. Our text mining tool will help you identify crucial themes, group and classify answers, saving you significant time in the process!
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